The Effect Of Customer's LTO On Brand Affect, Brand Commitment And Brand Loyalty

With the development of the Economical globalization, nowadays, enterprise will meet a more drastic competition. Moreover, such competition has been caused a perfervid situation among the domestic enterprises and also between the domestic and overseas enterprises. Therefore, in recent years, it is more and more obvious that focusing on customer has become the trend of marketing theories and practices. And most of companies have been taking customer's loyalty as the strategy to attract and keep their valued customers. They want to drive customer's buying and non-purchase behaviors to achieve their goals of maximizing customer's assets.Individual ethical values will lead and adjust their thoughts and behaviors for certain goals or an orientation. Thus, basing on the LTO variance between Oriental and Western cultures, this research studies the accommodation of LTO to consumer's brand affect, brand commitment and brand loyalty, which also form the theoretical structure of the research.In order to test such model, research questionnaires were mostly focused on students and teachers at university. After consolidating the data, using the Multiple Regression Analysis, this essay draw to the conclusion that LTO has positive moderating on consumer's "assumed emotion" and "affective commitment", "real emotion" and "affective commitment", on the contrary, negative moderating on "affective commitment" and purchase loyalty.This research provides a strategic way for the local enterprises to brandlize their affections and also a tool for enterprises to loyally do the marketing. When the local enterprises establish their strategy to brandlize their affections and enterprises improve customer's loyalty, they should be focus on the effect of consumer's value. Taking the degree of consumer's LTO as market segmentation variable to segment the market, and then decide to draw up different marketing strategies.